29 Oct 2022 Whole Foods Market’s top 10 food trends for 2023

Premium US food retailer, Whole Foods, which was acquired by Amazon in 2017, has announced its top ten food-trend predictions for 2023 — a list curated by a team of in-house experts.

The Whole Foods Market Trends Council is made up of more than 50 Whole Foods Market team members, including local foragers, regional and global buyers, and culinary experts. What do they see on the horizon for the year ahead?

Look to yaupon-infused beverages, produce packed pastas, repurposed pulp, and climate-conscious callouts to capture buzz.

“Our trends predictions are an exciting look at where we believe both product innovation and customer preferences are headed in the coming year,” said Sonya Gafsi Oblisk, Chief Marketing Officer at Whole Foods Market.

“We anticipate seeing these trends in the food industry at large, on dinner tables, in lunch boxes and on our store shelves. We’re thrilled to see things like baked goods with upcycled pulp from plant-based milks, and ingredients like farmed kelp continue to gain popularity.

“From product labels that include sustainability efforts to poultry and egg suppliers that are leading the way in animal welfare, many of this year’s trends predictions showcase brands on a mission to make a true impact. We look forward to watching these trends come to life in our aisles in 2023.”

The top emerging food trends

New brew: Yaupon

Indigenous Americans brewed yaupon into herbal tea, according to the release. The brand council shares, “With its mild, earthy flavour and unique benefits, yaupon has become increasingly popular — in Austin, home of Whole Foods Market headquarters, bartenders are even experimenting with yaupon on cocktail menus.”

Pulp with purpose

The Whole Foods Market trend spotters report that by upcycling by-products like oat, soy, and almond pulp, brands are creating new products for bakers, such as alternative flours, baking mixes, and ready-to-eat sweet treats.

Produce meets pasta

We’ve come a long way from the green spinach fusilli in 1980s’ era tricolor pasta salads. Next year, a wide variety of produce will find their way to the pasta aisle, including green bananas, spaghetti squash, cassava, and hearts of palm — offering customers new ways to incorporate vegetables into their diets.

The great date

As the trend council shares, dates are hot. “The dehydrated fruit is having a major renaissance as a sweetener—not only for at-home bakers, but also in the form of pastes and syrups, and hidden in everything from ketchup to overnight oats.”

A poultry revolution

Consumers prioritising animal welfare when shopping for poultry and eggs.

Help from kelp

As consumers look for alternative ingredients and experiment with new flavours, nutrient-rich, eco-friendly kelp-inspired foods are gaining popularity.

Environmental awareness

In line with consumer concerns, more and more food labels will feature information about manufacturing, production, distribution, and how those ladder up to sustainability and the reduction of carbon footprints. 

Familiar foods

Old-school comfort foods and meals that remind you of childhood (think mac and cheese and pizza bites) will see increased innovation and reinvention over the next year in order to appeal to more health-conscious consumers. 

Pet smarts

Pet parents looking to feed their fur babies higher-quality foods made from nutritious ingredients will have plenty to choose from, as manufacturers continue to expand into categories such as pet bone broth and supplements. 

Avocado oil

Could this be the year avocado oil goes mainstream? Whole Foods’ pros note its wide-scale adoption into a range of new packaged products — from chips and snacks to condiments and marinades.

Source: Whole Foods